Essay published in Italian in the book RomaEuropaFakeFactory, edited by C. Hendrickson, S. Iaconesi, O. Persico, F. Ruberti, L. Simeone, Derive Approdi Ed., Rome, Italy, 2010.
English version: Tatiana Bazzichelli, Aarhus, May 2010
In 1981, writing about the concept of ‘ethnographic surrealism’, James Clifford referred to Lautreamont’s definition of beauty: “The chance encounter on a dissecting table of a sewing machine and an umbrella” [1].
James Clifford described the ethnographic attitude as ways of dismantle culture’s hierarchies and holistic truths. Cultural orders are substituted with unusual juxtapositions, decomposition of reality, fragments and unexpected combinations; the objective of research is not really seen in rendering the unfamiliar comprehensible as part of the ethnographic tradition wanted, but in making the familiar strange “by a continuous play of the familiar and the strange, of which ethnography and surrealism are two elements” [2] [3].
Aesthetics that values fragments, and a methodology of revealing evident contradictions without solving them, but rather leaving them open to new interpretations, as a form of cultural criticism and a way to understand contemporary phenomena. This method, showing our present as a collage of incongruities which don’t just resolve in a dialectic of oppositions, give us input to think about future tactical strategies in the field of art and media.
The present essay deals with the concept of social networking and with the development of folksonomies through social media platforms. It reflects on the status of artistic and activist practices in the Web 2.0 analyzing interferences between networking and business. I will start referring to the dialectical perspective ‘Ästhetisierung der Politik – Politisierung der Kunst’ (aesthetization of politics – politicization of art) by Walter Benjamin [4], in the present context used to describe the development of social networks as an aesthetic representation of social commons, and consequently, to analyze possible strategies of artistic and activist interventions in the social media. Another fragment of my analysis shows how the endless cycles of rebellion and transgression coexist with the development of business culture in Western society, breaking the juxtaposition between art as an aesthetic form of collective representation and art as a form of political intervention by a collectivity. I will show how, since the Avant-gardes, critical art and business have had evident signs of interconnection, especially in the frame of the collective representation of the masses. In conclusion, I will develop the concept of The Disruptive Art of Business as a form of artistic intervention within the business field of Web 2.0, where artists and activists, conscious of the pervasive presence of consumer culture in our daily life, react strategically and playfully from within. The essay ends suggesting possible strategies of artistic action, as a result of framing open contradictions without wanting to resolve them through an encompassing synthesis.
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